GlobalReport

Edelman

2022EDELMAN

TRUSTBAROMETER

Argentina

Annualonlinesurveyinits22yearAustralia

MethodologyBrazil

Fieldworkconducted:Nov1-Nov24,2021Canada

China

Colombia

France

Germany

India

2836,000+1,150+Indonesia

countriesrespondentsrespondents/countryIreland

Italy

Japan

Kenya

Malaysia

Mexico

Nigeria

Russia

SaudiArabia

Singapore

GLOBALAVERAGESvarybasedonthenumberofcountriessurveyedeachyear:S.Africa

GLOBAL27doesnotincludeNigeria*S.Korea

Spain

GLOBAL22doesnotincludeColombia,Kenya,Nigeria,SaudiArabia,S.AfricaandThailandThailand

TheNetherlands

GLOBAL24NotaskedinChina,Russia,ThailandUAE

UK

thesensitivenatureofthequestionpreventedthisdatafrombeingcollectedinthesemarkets

27-marketglobaldatamarginoferror:Generalpopulation+/-0.6%U.S.

(n=31,050);half-sampleglobalgeneralonlinepopulation+/-0.8%

Otherglobalaveragesdetailedintechnicalappendix

(n=15,525).

Country-specificdatamarginoferror:Generalpopulation+/-

*7opreventskewingtheglobalresults,Nigeriaisnotincludedinanyglobalaverages

2.9%(n=1.150);half-sample+/-4.1%(n=575).

becausetheonlinepopulationisnotrepresentativeofthetruepopulation

Edelman2

22YEARSOFTRUST

,01,02■03'04*05,06,07■08(09,10*11

RisingFalloftheEarnedMediaU.S.TrustA"PersonLikeBusinessYoungPeopleTrustinPerformanceBusinessMust

InfluenceofCelebrityCEOMoreCredibleCompaniesinShiftsfromMe"EmergesMoreTrustedHaveMoreBusinessandPartnerWith

NGOsThanEuropeSuffer"Authorities”asCredibleThanTrustinPlummetsTransparencyGovernmentto

AdvertisingTrustDiscounttoPeersSpokespersonGovernmentBusinessEssentialtoRegainTrust

andMediaTrust

，

,13'14(15(16,17l18,19■20*2122

FallofCrisisofBusinessTrustisGrowingTrustinTheBattleTrustTrust:BusinessTheCycle

GovernmentLeadershiptoLeadEssentialtoInequalityCrisisforTruthatWorkCompetenceMostTrustedofDistrust

andEthics

theDebateInnovationofTrust

forChange

》Edelman3

GOVERfHVlENTANDMEDIA"

FUELACYCLEOFDISTRUST

TRUSTDECLINESFORGOVERNMENTANDMEDIA;

BUSINESSSTILLONLYTRUSTEDINSTITUTION

Percenttrust

I?Q

Global27DistrustNeutralTrustChange,2021to2022

(1-49)(50-59)(60-100)

INMAY2020,

61GOVERNMENTMOSTTRUSTED

Business

2022EdelmanTrustBarometer.TRUJNS.Belowisalistofinstitutions.Foreachone.pleaseindicatehowmuchyoutrustthatinstitutiontodowhatisright.9-pointscale;top4box,trust.

Generalpopulation,27-mktavg.

2020EdelmanTrustBarometerSpringUpdate.TRU_INS.Belowisalistofinstitutions.Foreachone,pleaseindicatehowmuchyoutrustthatinstitutiontodowhatisright.9-pointscale;top

Edelman5

4box,trust.Generalpopulation,11-mktavg.

GLOBAL24NotaskedinChina,Russia,Thailand

GOVERNMENTANDMEDIASEENASDIVISIVE

Percentwhosay

Theseinstitutionsare...

Gap,

differencebetween

unifyingforcevs.

■----------□dividingforce

adividingaunifying

forceinsocietyforceinsociety

Government

2022EdelmanTrustBarometer.[INS]_PER_DIM.Inthinkingaboutwhyyoudoordonottrust[institution],pleasespecifywhereyouthinktheyfallonthescalebetweenthetwoopposing

Edelman6

descriptions.11-pointscale;top5box,positive;bottom5box,negative.Questionsaskedofhalfofthesample.Generalpopulation,24-mktavg.DatanotcollectedinChina,RussiaandThailand.

NEWSSOURCESFAILTOFIXTH日RTRUSTPROBLEM

Percenttrust

Global22

SearchenginesTraditionalmediaOwnedmediaDistrustNeutralTrustChange,2012to2022

Socialmedia

Least-trustingcountriesU.S.45Russia35S.Korea24France19

foreachsourceAustralia47Japan39Russia28Germany20

Japan47S.Korea,U.S.43U.S.28Canada21

2022EdelmanTrustBarometer.COM_MCL.Whenlookingforgeneralnewsandinformation,howmuchwouldyoutrusteachtypeofsourceforgeneralnewsandinformation?9-pointscale;

top4box,trust.Questionaskedofhalfofthesample.Generalpopulation,22-mktavg.

*From2012-2015,uOnlineSearchEngines"wereincludedasamediatype.In2016,thiswaschangedto"SearchEngines."7

Edelman

FAKENEWSCONCERNSATALL-TIMEHIGHS

Percentwhoagree0ao

Change,2021to2022

▲All-timehighin

13of27countries

Iworryaboutfalseinformationorfakenewsbeingusedasaweapon

Global27

76“

%

2022EdelmanTrustBarometer.ATT_MED_AGR.Belowisalistofstatements.Foreachone,pleaseratehowmuchyouagreeordisagreewiththatstatementusinganine-pointscalewhere

onemeans"stronglydisagree"andninemeans"stronglyagree".9-pointscale;top4box,agree.Questionaskedofhalfthesample.Generalpopulation,27-mktavg.‘Nigeriaisnotincludedin

theglobalaverage

GLOBAL24NotaskedinChina,Russia,Thailand

GOVERNMENTNOTSEENASABLE

TOSOLVESOCIETALPROBLEMS

Percentwhosayeachisastrengthofinstitutions

TakealeadershiproleGetresults

Coordinatecross-institutionaleffortsSuccessfullyexecuteplansandstrategies

tosolvesocietalproblemsthatyieldresults

Majoritydonot

seeasstrength5555

50%

2022EdelmanTrustBarometer.CMP_ARE_[INS].Thinkingabout[institution]astheyaretoday,pleaseindicatewhetheryouconsidereachofthefollowingdimensionstobeoneoftheir

Edelman9

areasofstrengthorweakness.5-pointscale;top2box,strength.Questionaskedofhalfofthesample.Generalpopulation,24-mktavg.DatanotcollectedinChina,RussiaandThailand.

2021EdelmanTrustBarometerSpringUpdate:AWorldinTrauma

SPRING2021:

INSTITUTIONSFAILINGTOADDRESSEXISTENTIALCHALLENGES

Percentwhosay

Global13

NotaskedinChinaInstitutionsare/7Ofdoingwellon...

...theirpandemicresponse...climatechangesolutions

Majoritysayeachis

nofdoingwell

50%

2021EdelmanTrustBarometerSpringUpdate:AWorldinTrauma.PER_[INS].Howwelldoyoufeel[institution]iscurrentlydoingeachofthefollowing?5-pointscale;1-3,99,notdoingwell.

m10

Questionaskedofhalfofthesample.Generalpopulation,13-mktavg.DatanotcollectedinChina.

SOCIETALFEARS

Percentwhoworryabout...?eG

ONTHERISEChange,2021to2022

85

2022EdelmanTrustBarometer.POP_EMO.Somepeoplesay

theyworryaboutmanythingswhileotherssaytheyhavefew

concerns.Weareinterestedinwhatyouworryabout.acitizenracism

Specifically,howmuchdoyouworryabouteachofthefollowing?

9-pointscale;top4box,worry.Non-joblossattributesshownto

halfofthesample.Generalpopulation,27-mktavg.Jobloss

askedofthosewhoareanemployeeofanorganization(Q43/1).

Joblossisanetofattributes1-3,5,and22-24.\Edelman11

CYCLEOFDISTRUST

THREATENS

SOCIETALSTABILITY

DIVISION

BUSINESS

Governmentandmediafeedcycle

ClimatechangeDiscrimination

ofdivisionanddisinformationforvotes

andclicksSOCIETAL

MEDIA

INSTABILITY

NGOsandbusinesspressuredtotakeJoblossIncomeinequality

onsocietalproblemsbeyondtheirabilities

NGOs

D/SINFORMATION

Edelman12

SOCIETALLEADERSNOTTRUSTED

Percenttrust

■~~■~~■IOG?

DistrustNeutralTrustChange,2021to2022

Scientistsandemployersmosttrusted

2022EdelmanTrustBarometer.TRU_PEP.Belowisalistofgroupsofpeople.Foreachone,pleaseindicatehowmuchyoutrustthatgroupofpeopletodowhatisrightusinga9-pointscale

whereonemeansthatyou"donottrustthematall"andninemeansthatyou"trustthemagreatdeal".9-pointscale;top4box,trust.Someattributesaskedofhalfthesample.General

population.27-mktavg."Mycoworkers"and"myCEO*'onlyshowntothosewhoareanemployeeofanorganization(Q43/1).

MORECONVINCEDWE'REBEING

LIEDTOBYSOCIETALLEADERS??。

PercentwhoworryChange,2021to2022

63%

67%：

Mycountry's

JournalistsBusinessleaders

andreportersgovernmentleaders

arepurposelytryingtomisleadpeopleby

sayingthingstheyknowarefalseorgrossexaggerations

2022EdelmanTrustBarometer.POP_EMO.Somepeoplesaytheyworryaboutmanythingswhileotherssaytheyhavefewconcerns.Weareinterestedinwhatyouworryabout

Specifically,howmuchdoyouworryabouteachofthefollowing?9-pointscale;top4box,worry.Attributesshowntohalfofthesample.Generalpopulation,27-mktavg.

RECORDTRUSTGAPBETWEENHIGHANDLOWINCOME

TrustIndex

Global22

DistrustNeutralTrust

Highincome

（Top25%）

Trustgap,石耳、Countrieswiththegreatest

highvs.lowincomeincome-basedtrustinequality

Thailand（36pts）

SaudiArabia（27pts）

Low

UK（25pts）

（Bottom25%）

03pts）

Ireland

Germany（21pts）

TheNetherlands（21pts）

20122013201420152016201720182019202020212022

2022EdelmanTrustBarometer.TheTrustIndexistheaveragepercenttrustinNGOs,business,governmentandmedia.TRU_INS.Belowisalistofinstitutions.Foreachone,please